Loblaw removes all artificial colors, flavors from Presidents Choice products
Loblaw Companies Ltd., Brampton, Ontario, announced that it successfully achieved its pledge to remove all artificial flavors and colors from its more than 4,000 President’s Choice products. In recent years, these additives have been associated with consumer concerns around hyperactivity, allergies and various other serious conditions and diseases.
In 2012, Loblaw began its journey to strike all flavors and colors created by chemical synthesis from its ingredient lists. Due to the brand’s longstanding high ingredient standards, most President’s Choice products already were free of these additives. Others have since been reformulated, Loblaw noted. Many products presented significant challenges — particularly in categories such as candy, desserts, ice cream and entrées — where bright colors and unique flavors are the norm.
"For thirty years, President's Choice has been at the forefront of Canadian tastes and food interests," said Galen G. Weston, executive chairman and president, Loblaw Companies Limited. "By removing all artificial flavors and artificial colors we are proudly carrying on that leadership role."
This latest President's Choice news is celebrated in a currently airing television ad that features colorful food images and concludes with Weston in the President's Choice test kitchen, proclaiming, "Food is colorful enough. That's why, as of now, no President's Choice products will be produced with any artificial flavor or artificial color. Not one." According to Loblaw, the ad is part of a new era of President's Choice defined by a new rallying cry — “Crave More” — which encourages Canadians to expect more from their food.